Fox has been one of Hollywood’s biggest boosters of virtual reality, and now its parent company is investing in it. 21st Century Fox said today that it has bought a minority stake in Osterhout Design Group, a firm that specializes in augmented and virtual reality and designs and manufactures smartglasses. Once finalized, the deal will make Fox the principal outside investor in ODG.

“The power of virtual and augmented reality enables us to deliver on our Image (2) 21st_century_fox_logo_new__131014073823-275x154.jpg for post 730977longstanding commitment to bring audiences exciting new creative experiences fueled by next generation technologies,” said Jim Gianopulos, Chairman and CEO of 20th Century Fox Film. “Our agreement with ODG underscores the innovation we are bringing to market through our Fox Innovation Lab, most recently with VR experiences for The Martian and Wild.”

The companies also plan to strike a strategic partnership that brings together ODG’s technologies with Fox’s content. Both will be showcasing at CES in Las Vegas this month.